MERIT Launches Clean Volume

MERIT has unveiled Clean Volume, its latest tubing mascara designed to deliver sculpted, buildable volume with a lightweight feel. The new formula creates fuller-looking lashes without clumps or heaviness, offering long-lasting wear with easy removal.

At the heart of the launch is a new petite precision brush, featuring cross-hatched bristles and four formula reservoirs that coat every lash evenly, including the smallest ones. The moulded brush lifts, separates and defines lashes while preventing overload at the lash line.

Developed in Japan, Clean Volume is powered by MERIT’s Lash Wrap Formula, a blend of shea butter, plant waxes and flexible tubing film formers that wraps each lash for up to 16 hours of smudge- and flake-resistant wear. The mascara removes effortlessly with warm water and cleanser, without the need for scrubbing.

The launch expands MERIT’s tubing mascara range alongside Clean Lash, giving customers the choice between length and definition or sculpted volume. Clean Volume is available in both Black and Brown, joining the existing Clean Lash shades.

The campaign stars British artist and actress Jemima Kirke, returning to MERIT’s signature minimalist visual universe.